the history of raw:natural born artists
RAW:natural born artists was founded in February 2009 by Heidi Luerra. Luerra, herself, knew all too well what it meant to be young, aspiring and starving as an artist. Moving from Northern California straight out of high school to pursue a career in fashion, she quickly recognized the lack of resources out there for creatives like herself.
Every year, artisans flock to the Los Angeles area to throw themselves into the film, fashion, music, art, dance, cosmetology and modeling industries, starting from scratch, with no clue, no connections and, most likely, very little to no funding.
After months of selling her innovative clothing line for tweens (EveryWear Clothing) at swap meets, Luerra took matters into her own hands. Luerra founded fashion, music and art show Project Ethos in the summer of 2005, pulling together and involving all the talented people she had become acquainted with. After the first show, where she featured her line, she realized the potential of this collaboration show.
Luerra discovered and guided new-to-the-scene artists through the Project Ethos model. Luerra began coaching each of them on branding, marketing and presentation. Luerra discovered and showcased hundreds of designers and artists as well as musical artists Colbie Calliat and OneRepublic before they were platinum sellers.
By 2008, Project Ethos grew into a 2,500+ person, red-carpet event, buzzing with press and the industries “next best.” After a brief stint with a reality show pilot for Project Ethos., Luerra left the company to her partner to pursue other interests.
Luerra founded two more companies in the Summer of 2008: Heidi Luerra Productions, a special events company, and Humanitaire, Hollywood’s first ALL eco-entertainment company. Humanitaire produced a Battle of the DJs event with world class talents LA Riots and DJ Rap. The event got major attention by KTLA News, KLSX talk Radio and many other press outlets. While building both companies, Luerra went into corporate marketing for Fortune 500 Company, CBS Radio.
After sorely missing the arts, she took all the aforementioned experience and rolled it into one. On March 12th 2009, RAW:natural born artists was born!
Matthew Klahorst, owner of web design and marketing company Square M inc. approached Luerra after the RAW launch event with an idea for an online community. Klahorst had been pursuing the path of an arts website that was quite similar in recent months. Klahorst proposed an idea for a creative online world that was just a dynamic and eclectic as RAW. After months of planning, designing and programming RAWartists.org launched November 1st 2009 in Beta mode.
The site allows artists to feature their work, pictures, music, and video. RAW showcases are planned, promoted and produced through the RAWartists.org website. The site runs on 100% solar power.
Every year, artisans flock to the Los Angeles area to throw themselves into the film, fashion, music, art, dance, cosmetology and modeling industries, starting from scratch, with no clue, no connections and, most likely, very little to no funding.
After months of selling her innovative clothing line for tweens (EveryWear Clothing) at swap meets, Luerra took matters into her own hands. Luerra founded fashion, music and art show Project Ethos in the summer of 2005, pulling together and involving all the talented people she had become acquainted with. After the first show, where she featured her line, she realized the potential of this collaboration show.
Luerra discovered and guided new-to-the-scene artists through the Project Ethos model. Luerra began coaching each of them on branding, marketing and presentation. Luerra discovered and showcased hundreds of designers and artists as well as musical artists Colbie Calliat and OneRepublic before they were platinum sellers.
By 2008, Project Ethos grew into a 2,500+ person, red-carpet event, buzzing with press and the industries “next best.” After a brief stint with a reality show pilot for Project Ethos., Luerra left the company to her partner to pursue other interests.
Luerra founded two more companies in the Summer of 2008: Heidi Luerra Productions, a special events company, and Humanitaire, Hollywood’s first ALL eco-entertainment company. Humanitaire produced a Battle of the DJs event with world class talents LA Riots and DJ Rap. The event got major attention by KTLA News, KLSX talk Radio and many other press outlets. While building both companies, Luerra went into corporate marketing for Fortune 500 Company, CBS Radio.
After sorely missing the arts, she took all the aforementioned experience and rolled it into one. On March 12th 2009, RAW:natural born artists was born!
Matthew Klahorst, owner of web design and marketing company Square M inc. approached Luerra after the RAW launch event with an idea for an online community. Klahorst had been pursuing the path of an arts website that was quite similar in recent months. Klahorst proposed an idea for a creative online world that was just a dynamic and eclectic as RAW. After months of planning, designing and programming RAWartists.org launched November 1st 2009 in Beta mode.
The site allows artists to feature their work, pictures, music, and video. RAW showcases are planned, promoted and produced through the RAWartists.org website. The site runs on 100% solar power.